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Social Media Week Chicago - SEO Strategies for PR and Social Media

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Content creation has always been at the heart of a communicator’s role in building and defending a brand. Yet a critical tool for adding fuel to their campaigns is often overlooked or under-leveraged: search engine optimization (SEO). From optimizing press releases to creating high-demand content to making your webpages more Google-friendly, there are a number of SEO tactics and tools that will benefit every PR and social media pro. Cramer-Krasselt Director of Interactive/Search and PR Daily “SEO for PR” expert Nick Papagiannis offers a crash course in search strategies every communicator should know.

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Social Media Week Chicago - SEO Strategies for PR and Social Media

  1. 1. A conversation about about: SEO Strategies for PR and Social Media
  2. 2. Agenda What is SEO Case Study Proactive SEO Defensive SEO Questions
  3. 3. What is SEO? 3  
  4. 4. “SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.” - Search Engine Land 4  
  5. 5. ? Related Search Popular search queries and Image Search suggestions   Images of products and brand  
  6. 6. How does SEO work?
  7. 7. What do Search Engines value? 1. 2. 3. Technical Keyword & Linking Architecture Content •  Website settings •  Keyword consistency •  Link text on site and across copy and HTML offsite •  Domain & URL usage •  Amount of web pages •  Number of links, Shares, •  Page & link redirects +1s •  High code to copy •  Web page Templates ratios •  Links from different IPs •  Navigation and •  HTML Tag usage •  Domain extension sitemaps (.org, .edu, .gov) •  Copy visibility •  Content popularity
  8. 8. Case Study: Financial Services Client 8  
  9. 9. C-K’s SEO team was engaged to help improve the organic traffic levels of a major financial services brand. The ultimate goal was to grow brand awareness by being present on relevant, frequently searched topics. 9  
  10. 10. C-K performed an SEO program that looked at architecture, content and offsite promotion SEO  Review   Offsite   Op;mize       Create  new   of  website   content   content   content   architecture   promo;on   10  
  11. 11. 1) Performed an SEO Audit 11  
  12. 12. 2) Optimized SEO elements of individual webpages Domains & URLs <title> Tag <Description> Tag Breadcrumb <h1>,< h2 >tags <Alt> Tags On Page Link Text Copy Footer link Text 12  
  13. 13. 3) Developed an SEO Informed content strategy 13  
  14. 14. 3) Created Search-friendly articles & videos with PR and Copywriting Team 14  
  15. 15. 4) Leveraged Paid and Owned Media for content promotion 15  
  16. 16. As a result, organic traffic to the site saw a 142% INCREASE from the previous year. Additionally, conversions increased 219%. 16  
  17. 17. Proactive SEO 17  
  18. 18. Typical Approach Improve crawlability Optimize technical environments and settings Optimize offsite assets Link Building & content promotion Refresh content Create new, search-friendly content 18  
  19. 19. Content Creation 19  
  20. 20. “86% of searches are non-brand” – Group M “53% of time on the internet is spent consuming content”– Nielsen 20  
  21. 21. Content Creation Process Research   Strategy   Content   Development   Crea;on   Measure   Content   Results   Op;miza;on   Content   Content   Promo;on   Distribu;on   21  
  22. 22. Research Tools: Google Keyword Tool 22  
  23. 23. Research Tools: Google Insights 23  
  24. 24. Content Publishing Example 24  
  25. 25. Content Production Vendors 25  
  26. 26. Content Distribution Tactics 26  
  27. 27. Best Practices: YouTube •  Base your title on highly searched phrases, keep it to 65 Title characters. •  Create a long description of up to 250 to 1000 words. •  Always include a link to your website with a call to action. Video Description •  Upload video with at least 6 Tags tags. •  Embed your video on relevant websites pages and articles. 27  
  28. 28. Best Practices: YouTube
  29. 29. Best Practices: Social Media
  30. 30. More Content Distribution Best Practices •  Include high-volume search terms in social media status updates, title and throughout copy •  Consider SEO when you pitch: When targeting reporters or bloggers, the more highly trafficked their site, the better it is for your site •  Think opportunistically: Push content that’s trending high with Search and news trends, especially brand topics 30  
  31. 31. Content Promotion Vendors (Paid): Outbrain & Sharethrough 31  
  32. 32. Defensive SEO 32  
  33. 33. 33  
  34. 34. Taco Bell Searches 34  
  35. 35. Taco Bell used comprehensive “search- Friendly” social response 35  
  36. 36. 36  
  37. 37. 37  
  38. 38. 38  
  39. 39. Closing 39  
  40. 40. It’s best to take an integrated approach to SEO 40  
  41. 41. Google yourself or your brand. Often! 41  
  42. 42. When it comes to content: Post. Analyze. Optimize… Repeat 42  
  43. 43. Speaker: Nick Papagiannis @cramerkrasselt @nikopapagiannis 43  

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